Laureus
WePlay and Laureus World Sports Awards partner to deliver the Laureus Sporting Moment 2000 – 2020 global fan vote
Laureus
WePlay and Laureus World Sports Awards partner to deliver the Laureus Sporting Moment 2000 – 2020 global fan vote
With declining online engagement, we partnered with Laureus to reinvigorate their flagship award, the ‘Laureus Sporting Moment Award’, voted for by fans across the world.
To develop an engaging, social-first campaign for the Laureus Sporting Moment Award, we provided a full-service digital marketing offering, combining strategy, creative and performance media.
As the only award voted for by the fans, we focused on achieving global awareness through an integrated and highly creative campaign.
We revamped the award through gamifying the content and distribution format, to engage both an existing and new global audience. The focus was to define a standout Laureus Sporting Moment of the last 20 years, as well as reflecting upon these incredible moments, where sport unified people in the most extraordinary way and left its mark on the world.
In three knockout rounds, fans worldwide had the chance to vote for their favourite of the 20 shortlisted moments, with the winner being announced live at the Laureus World Sports Awards on Monday 17 February 2020 in Berlin.
Through an integrated campaign, combining the power of paid media with organic and earned activation, this creative and idea-led fan vote saw the biggest names in sport come together to support this powerful social movement.
The campaign exceeded expectations with regard to worldwide reach and global support from the likes of Virat Kohli, Michael Schumacher, Cafu and the South African Government. The attention accumulated exceptional voting numbers, web traffic and social engagement from all across the globe.
700%
Increase in web traffic year-on-year
39%
Of social web traffic delivered through paid social
54%
Conversion rate, with a peak of 79%
